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BizReport : Viral Marketing : February 21, 2011

Reports: Video still rolling through ad game

Consumers are watching. Advertisers are creating. Video is rolling. Those are the takeaways from two recent reports, showing how video is being used by advertisers and engaged with by consumers. According to ad solution Unicast, Q4 2010 found that video ad formats were the top performers for interaction rates.

by Kristina Knight

Other interesting findings from Unicast include:

• Home Improvement, Transportation/Shipping and Retail categories topped the interactive ad list
• In-stream branded canvas ad formats garnered the highest interaction rates
• Unicast Messenger ad units saw engagement time reach 104 seconds on average
• Consumers were most likely to interact with trivia games, co-branded content and other 'creative' activities

"Consumers are increasingly demanding high-quality online content with on-demand access and advertisers are starting to recognize that handing over control leads to expanded reach and greater cost efficiencies," said Dan Berra, Vice President of Business Intelligence for Unicast. "The market opportunity of online video is extensive and we have even begun to tap into its full potential."

Meanwhile video ad technology hub YuMe is reporting that, on average, their hub served 30 million video ad impressions per day for more than 600 publishers. According to their information women competed almost 75% of video ads. They also found that Consumer Packaged Goods (CPG) advertisers spent the most in the video segment.

"Video advertising is the fastest growing segment of online advertising and we are definitely seeing an increase across our network and in use of our technology platform," said Jayant Kadambi, President and Co-Founder of YuMe. "As consumers turn more and more to online and mobile options for video entertainment, brands are moving ad dollars to reach these consumers wherever they might be."

Other interesting findings from YuMe's 2010 Video Advertising Metrics Report:

• Pre-roll represented 96% of YuMe's Q4 2010 ad volume, with most brands choosing :15 second pre-roll ads
• Women completed 74% of video ads, Men completed 67%
• Most brands tried to target younger (ages 25-54) females with video ads

Tags: online video, Unicast, video advertising, video content, video trends, YuMe

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